Fans are snapping up Miami Heat uniforms and other merchandise during the team's current winning streak.
NEW YORK (CNNMoney)
Sales of Heat items are up 30% year-to-date compared to 2012, according to SportsOneSource, a research service that tracks sales of licensed sports merchandise. Sales of Heat items on the NBA's online store, which are not tracked by SportsOneSource, are up 40% since the start of the streak, according to league spokeswoman Amanda Thorn.
The Heat won its 24th straight game Wednesday, coming back from a 27-point deficit in the second half to defeat the Cleveland Cavaliers. If the team keeps winning through its April 9 game, it would break the league's record of 33 straight wins, which was set by the Los Angeles Lakers in the 1971-72 season.
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The Heat's sales spike has come even as overall sales of NBA merchandise have fallen by 25% to $675 million so far this year. The drop in league-wide sales is because of the "Linsanity" phenomenon during the year ago period. The sudden emergence of then New York Knicks player Jeremy Lin sparked a huge but short-lived spike in sales.
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Thorn said that the surge in sales has moved Heat items into the No. 2 position at the league's flagship store on Fifth Avenue in New York, behind only the hometown Knicks.
However the Heat's growing sales mean relatively little to the team's own bottom line. Proceeds of all licensed NBA merchandise is split evenly among all 30 teams. 
First Published: March 21, 2013: 3:10 PM ET
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